| The subject of this paper is the marketing management mode of major clients (MMMMC) in commercial banks. The content includes the theoretical and applicable research of MMMMC, as well as the practical research on the MMMMC of the state-owned commercial banks in China.The MMMMC is a creativity in management mechanism and management system carried out by commercial banks to meet the multiple financial service demand of major client groups and to enhance the market competitiveness and ability to make profit, ensuring that a clear, stable and long-term corresponding relationship is set up in the aspects of management mechanism and management system, personnel arrangement and service contents. This kind of marketing mode embodies client-oriented relationship between banks and enterprises in commercial banks, and realizes the shift from trade mode to relation mode of bank-enterprise relation in the system and management.The emergence of the MMMMC dates back as early as before the 1930's in America. At that time, the America Bank, according to the current market economic development and in order to meet the financial demand in credit of major clients, carried out the manager system of relationship of important clients, forming the rudiment of MMMMC. In the late 1970's, especially in the 1990's, this kind of marketing management mode made great success because it greatly promote the rapid increase in commercial banks' operation volume and profit, and the mode was widely spread and practiced soon in commercial banks of the America and other western developed country. Our state-owned commercial banks introduced this marketing mode in the late 1990's; the main sign was the establishment of client manager system. However, from the practical operation, the effect was not evident. One of the reasons is that the state-owned commercial banks haven't indeed realized the system characteristics of MMMMC, a windage occurring in the direction and method of implementation has led to not able to gain the system efficiency and management efficiency in this kind of marketing mode.This paper, using the origin of MMMMC as the main clue, the meaning and composing as the contents, the efficiency as the principle, discusses the general theory, operation mechanism, implementation process of the MMMMC, trying to propose a new and more proper reform choice route to the practical condition of current China's state-owned commercial banks, that is through the establishment of MMMMC to anti-feed a bank system flux , promoting the market reform process of state-owned banks and enhancing the operation efficiency of state-owned banks.This paper dissertate the MMMMC from three aspects and in ten chapters. The first chapter proposes the research meaning of this project according to the problems in the former research, expatiates the research method, defines related concepts, and analyzes the research innovation; The second chapter expounds the origin, flux and anti-feed principle of the MMMMC from the inter management factor and outer management factor; The third chapter, according to related theory of neo institutional economics, finance, service marketing, combining the operation character of commercial banks, expounds the meaning, composing and implementing mode; The fourth chapter studies the major clients marketing organization structure mode from three aspects of property right, management and operation, proposing that the major clients marketing organization structure mode of commercial banks should adopt the following three structures: mixing property rights organization structure of mode "M" and mode "H", client-oriented cooperation management organization structure, operation organization structure constituted of operation development, operation management and support security. The fifth chapter proposed principle and method of commercial bank operation flow design and reconstruction; The sixth chapter puts forward the selection standard of selecting client manager under the MMMMC from three perspectives: material inspir...
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